We have a ton of stuff happening at B&A this new year. And we have been taking some time to really focus on the company and try and create some new systems and models. While going through this process, I was asked the question, "why are we the next big thing in the marketing world?" I had to come up with an answer. And fast. While I'm very good at explaining to people what B&A is and stands for, I had never really coined a term for it. And while I was writing a one page synopsis of it all, I found it. We work in the "authentic why."
WTF is that? Let me explain a little better how this came about. I have been obsessed with TED Talks lately and I came across one with Simon Sinek called How great leaders inspire action. The big take away in this talk is that "people don't buy what you do, they buy why you do it." Its a simple enough concept. But so many businesses don't approach their marketing or communications this way. They tend to take the status quo route because we are trained to be normal and blend in with everyone else.
I took this "why" concept and made it my own. I have said it before and I'll say it again, I believe that to be successful you have to be true to who you are. I have talked about transperancy as a marketing strategy before and letting that drive marketing and brand communications and company culture. So, I took Simon Sinek's concept on people buy "why" and my believe that you should be true to your inner rockstar and came up with the "Authentic Why Process" that B&A follows. I mean it is natural that the two go hand in hand with one another. Not only do we follow it internal for ourselves, but this the process that we lead our clients through to discover their culture and build their brands. It's who you are. Why you do what you do. What you believe. It's those words that you keep saying over and over again and don't know you are saying them. It's our job to spot those trends that you already know. We just string the themes together to make the story. The story of you and why you believe in what you do.
Do you ever wonder why some people are so successful just by showing up and it seems so effortless for them? Here you are and it's so hard and you just can't seem to be as happy as they are. It's because you are trying to be them, which works for them but isn't you. People see right through that and won't buy what you are selling if you don't believe. Once you believe, then you have to tell them why you believe it. That's the Authentic Why Process. We just help find it and facilitate it. We have always worked in this format but have never really given it a name or its own "brand" to be able to explain it in simple terms. We want to know, what is your authentic why?